Computer industry design engineers, purchasing people, AND executives.

Impact

Conventional wisdom says you shouldn't put two major messages into one ad, but the client needed to hit several very different targets with one ad. This dictated a challenge - so we went ahead and broke the rules and melted the type, merging two ads into one.

One part - the part that actually looks like an ad - was targeted to design engineers and purchasing people. It introduced a new product that would allow computer manufacturers to design low-cost high-performance video.

The other part - an advertorial - aimed more at the executive level and promoted the company's technical prowess and quality levels.

The ad got floods of reader response - and the ad sales rep nearly had a heart attack, thinking the printing plant had really goofed. The editor of a major electronics industry publication said, "Brilliant. You can't help but read the editorial."